A company wants to aggressively increase its market share
A large multi-national company in the medical technology field wanted to launch a new B2B and B2C marketing effort to increase its market share.
A wide information gap existed regarding knowledge, attitudes, brand image and brand loyalty in light of competitive offerings.
They wanted recommendations for a game-changing marketing strategy.
Qualitative marketing research was conducted with 3 key target groups in major cities across the country.
Insights from the research were used to make recommendations for a new approach to the market:
Consumer and customer segmentations were developed. Profiles were developed for each segment, as well as associated messaging.
A disruptor go-to-market strategy was devised, with PUSH and PULL components.
An umbrella strategy for the brand was developed, which involved patient advocacy and community leadership.